Celebrity Endorsement in the Age of Political Polarization: risks and brand safety

Resumo

This article explores brand reputational risk through the lens of celebrity endorsement investments. We conducted a survey to assess consumer perceptions of hundreds of celebrities and found that consumers differentiate celebrities based on their perceived political affiliations (leaning more left-wing or right-wing). This perception influences the celebrities’ attributes and their effectiveness as brand endorsers. Additionally, we discovered a statistically significant relationship between this perception and the respondent's self-identified political stance. Based on these findings, we discuss the risks brands face in an increasingly digital and polarized society.